Newborns, a prize demographic? More likely it’s new parents who can’t find time to exercise. Thanks to My Gym, a chain of children fitness centers based in Sherman Oaks, there’s a new option a TV workout with baby.
My Gym has launched an exercise show for children as young as six weeks. To produce the series, My Gym teamed up with L.A.-based BabyFirstTV, a subscriber channel on DirecTV and Dish Network.
Each episode of “My Gym at Home” lasts six to 10 minutes, the maximum attention span for the target audience. The show made its debut Jan. 5.
“This show is for newborns up to 18 months,” said Matt Hendison, chief marketing officer at My Gym. “It’s programming for them, but certainly with the help of mom. They interact in a physical manner, but no jumping jacks after all, they’re babies.”
The company spent no money on the production, and it doesn’t expect to make any, according to Hendison. “Our point wasn’t the money. We’re growing our brand,” he explained. “We want to popularize My Gym and make it a household name.”
Talent for the show came from My Gym’s top instructors and children, and the taping took place in My Gym studios around Los Angeles. BabyFirstTV absorbed the costs of production and expects to recoup its investment through subscriptions, since the channel carries no advertising.
To see the show, viewers must have Dish or DirecTV and pay a special $5 per month fee.
Sharon Rechter, co-founder of BabyFirst, said the channel has dealt with the subject of childhood obesity before, but this show is for moms.
“We want to bring this experience to home for mothers who don’t want to leave home or can’t afford it otherwise,” she said.
My Gym will promote the show in mailers, brochures and posters in its fitness centers. The chain, with about 170 outlets in the U.S., offers classes for children up to age 13 for a monthly fee in the $60 to $80 range.
According to Jon Currie, a TV consultant based in Pacific Palisades, “there’s a second-wave baby boom now in this country, so on paper it makes sense.” However, he warns that the $5 access fee for such a specialized audience means that “right away most people are out of the equation.”
Hendison warned to expect the unexpected when entering show business. “From a comedic standpoint, the hard part was dealing with talent, which at that age can be fussy,” he said. “The babies and mommies were great, but they were typical talent a little unpredictable.”
